Ocado trials ‘virtual shop’ at One New Change

Published: 31 August, 2011

Online grocer Ocado has hit the high street with an innovative new 'virtual’ pop-up shop at the City of London’s One New Change.

In a UK first, the Ocado window display, which gives the grocer its first physical presence on the high street, allows shoppers to purchase food essentials by scanning them via Ocado’s smartphone app and having them delivered to their door.

The shopping wall, which will be accessible 24 hours a day, was erected overnight in a void unit previously occupied to Wilton & Nobel which is in the process of being re-let.

A similar experiment by Tesco in South Korea caused excitement earlier this year.

Depending on Ocado’s success at One New Change, the virtual shop window could be rolled out to other locations across the UK.